LinkedIn’s latest data drop is a reality check for anyone who thinks AI has completely revolutionized professional decision-making: 43% of professionals still turn to their network first for workplace advice, ranking actual humans above search engines and AI tools.

Understanding this dynamic, LinkedIn has been quietly rebuilding BrandLink (formerly “The Wire”). The concept is simple: place brand video ads alongside content from trusted publishers and influencers, creating a halo effect of credibility.

LinkedIn is not only facilitating these partnerships, they’re also creating original content through “Shows by LinkedIn.” For brands, this represents what we’d call a “trust arbitrage” opportunity. While everyone’s focused on optimizing for AI and automation, the real competitive advantage may lie in authentic human connection and expert association.

LinkedIn’s BrandLink expansion goes beyond an ad product update; it’s a validation of something fundamentally human. Despite living in the age of AI, we still trust the colleague who’s navigated similar challenges more than the algorithm that’s processed millions of data points.

For marketers, this isn’t a call to abandon AI tools (they’re incredibly useful for efficiency and scale). Instead, it’s a reminder that in a world of infinite information, finite trust is the ultimate currency. The brands that understand this will place their messages alongside the voices people already listen to, building trust through association rather than interruption.

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